Over half of Brits (54 per cent) feel empowered more now than ever before to ‘be real’, according to new research by London Designer Outlet, sparking a new culmination of storytelling on the streets of London that recognises local heroes, model citizens and the eclectic style within its community over the last 12 months.
The research also revealed that 73 per cent of Brits will hide their stories, talent and limited expression in fear of being judged or criticised on social media. A determination to change attitudes, Michelle D’vaz Plant, Head of Marketing at London Designer Outlet comments: “Human connection, togetherness, and spontaneity have returned with vigour so championing local role models and empowering individuality sits at the heart of our Style Has No Limit campaign. It encapsulates the diversity of the guests we welcome at the centre, fusing our multicultural community with fashion attitudes.”
Changing perspectives in portraiture, A-list Dave Bennett protege Sama Kai stopped, photographed, and captured portraits of twelve Wembley faces that are expressive, exude colourful tones and communicate the “true essence of the community centre-point and its people.” A place to discover new finds and enjoy diverse styles and cuisine, LDO aligns with all cultures in the community and remains a poignant gathering spot in the heart of North London.
Interviews accompanying the images go deeper, exhibiting intimate storytelling, ranging from whimsical to heart-warming, the portraits and stories will form part of a new digital installation and guest-led brand campaign across London’s leading fashion outlet launching in January 2023.
Being able to translate his experiences to capture genuine human emotion into a photograph has always been a part of Kai’s practice. “Photography for me is all about perspectives. I capture things from my angle, as I see them,” he explains, adding that what first drew him to the medium was “that freedom and power to narrate a story through my lens.” Reiterating that, for him, it is all about capturing “raw, unfiltered, genuine beauty, and authentic and real emotions.”
Featuring in the community campaign, multi-discipline artist Nilik Khimani breaks boundaries in style, citing that “confidence is the best piece of clothing you can wear”. He appears alongside eleven other incredible Wembley citizens including Théoni Fernando, a local Young Person’s Outreach Officer working on behalf of the Mayor of London following her dream to become a TV presenter, firefighter and charity runner Kojo Brefo, Wembley’s TikTok sensation Parlos Romeo Hylton, and cancer-fighting wrestler and campaigner, Adil Malik.
D’Vaz Plant, adds: “Rurban living and post-pandemic hedonism, meant turning inwards and vying to know the secrets of maintaining connections with our authentic community. Economic factors are challenging the need for belongingness (from Maslow’s Hierarchy of Needs) which has been driving and motivating consumer behaviour alongside the sense of safety over the last couple of years. Community, localism and intimacy are just some of the manifestations of that need we expect to see continue over the next year, adding value from a retail perspective – offering up to 70% off RRP and joyful experiences will be a given.”
